The Brief: Create a cereal box and out-of-box game for an unconventional brand.

Insight: Everyone at some point has trouble sleeping. And we all know the feeling of opening a fridge in the dark, having that bright light shine on your face, and wondering what looks like a good midnight snack. And, we know from the research, that eating at night is bad for sleep, but willpower rarely wins out.

Idea: ZzzQuil launches its nighttime cereal to help people catch some Z's while satisfying that late-night hunger.

AD and CW: Andrew Bell

It starts with a box of cereal

A melatonin-infused cereal that satisfies night cravings, without sacrificing sleep. And gives the midnight eaters a game to unwind.

Upon opening, there is in-box game with a 10 minute time limit to give the tired eater something to do while melatonin kicks in.

But, it doesn’t stop there.

Promotional boxes pop up in places people head to improve their sleep: Casper mattress stores and drug stores.

Billboards advertise the cereal in places where people may feel drowsy: their commutes to and from work.

The conversation continues online.

On BeReal, notifications go off at bedtime hours for people to share what they do before bed and are invited to caption their posts with ZCrunch and ZzzQuil.

Altoids

Top Trumps Playing Cards